Professional Documents
Culture Documents
Ms. Chawkat
IR II G/T Period 2
3 March 2017
Data Collection
15 males
35 females
Question #4: Emotion-based mental health stigma video ad vs. Logic-based mental health stigma
video ad
video ad
Question #6: Emotion-based mental health awareness print ad vs. Logic-based mental health
awareness print ad
Question #7: Which are typically more persuasive to you: logic-based advertisements or
emotion-based advertisements?
advertisements that use a combination of both logic (compelling statistics and facts) and emotion
40 respondents (80%) chose advertisements that use a combination of logic and emotion
Analysis:
The researcher chose to collect the data for this particular topic using a survey in order to
gain simple, straightforward input from a large number of teenage respondents (~50). The
researchers ultimate goal for this project is to design a social marketing campaign pertaining to
mental health awareness targeted at the a high school student body, so it was important for that
the input received came from a certain high school student community so that she could base her
designs for her campaign off of their opinions regarding the strength of logic-based vs.
emotion-based advertisements.
35 females and 15 were males responded to the survey, and of this group, 1 is a
14-year-old, 26 are 15-year-olds, 17 are 16-year-olds, 4 are 17-year-olds, and 2 are 18-year-olds.
In response to the first comparison of two advertisements, the comparison of a logic-based print
ad versus an emotion-based print ad, most of the respondents stated that they found the
logic-based advertisement to be more persuasive to them, with 84% of the respondents choosing
the logic-based ad. Later on in the survey in Question #6, respondents were again asked to state
whether an emotion-based print ad or a logic-based print ad was more persuasive to them. In this
particular question, the advertisements pertained to mental health awareness. Responses to this
question were much more evenly split, with 52% of respondents selecting the emotion-based ad
Respondents were also asked in two questions to state whether they thought an
emotion-based or logic-based video advertisement was more persuasive to them. In Question #4,
two video advertisements (the first emotion-based, the second logic-based) pertaining to mental
health stigma were presented. 84% of respondents found the emotion-based video advertisement
to be more persuasive to them. In Question #5, respondents were again asked to assess the
texting and driving. Again, a larger percentage of respondents decided that the emotion-based
video advertisement was more persuasive to them, with 78% of respondents choosing this
The final two questions of the advertisements were more general, and they asked
advertisements to be more persuasive (Question #7) and then asked respondents if they found
combination of logic and emotion (Question #8). To Question #7, the majority of respondents
stated that they typically find emotion-based advertisements to be more persuasive to them with
92% of respondents selecting this option. However, when the respondents were asked whether
most persuasive to them, only 14% of respondents stated that emotion-based ads were most
persuasive to them. Most respondents (80%) decided that advertisements employing both logical
The results, for the most part, lined up with what the researcher had predicted. One
surprise within the results, however, was the lack of a correlation between gender and type of
advertisement chosen. The researcher had predicted that males would be more likely to
advertisements. While this was the case with a few respondents, it was not a widespread trend
These survey results ascertain the researchers hypothesis that while most teenagers
would state that advertisements that use a combination of logical and emotional appeals are most
effective to them, teenagers would state that emotion-based advertisements tend to be more
persuasive than logic-based advertisements. The researcher can also conclude, based on the
results, that it might be more effective to utilize primarily logic-based print advertisements and
primarily emotion-based video advertisements when targeting a teenage audience. These results
could not only help the researcher to create an effective mental health awareness social
marketing campaign at the high school surveyed, but they could also be of help to professional
While these survey results provided a vast amount of quality and interesting data for the
researcher to analyze and to use to support her thesis in a research paper, the researcher may
choose to further her research by perhaps conducting a few interviews with high school students
to gain insight behind the reasoning as to why teenagers tend to prefer emotion-based
advertisements over logic-based advertisements. Conducting these brief interviews may help the